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What Do Retweets Indicate? Results from User Survey and Meta-Review of Research

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What Do Retweets Indicate? Results from User Survey and Meta-Review of Research What do Retweets indicate? Results from User Survey and Meta-Review of Research P.T. Metaxas, E. Mustafaraj, K. Wong, L. Zeng, M. O’Keefe, S. Finn Computer Science, Wellesley College fpmetaxas,emustafa,kwong,lzeng,mokeefe,sfi[email protected] Abstract to ask whether it is interesting to study any specific social media platform. If Twitter does not exist in a few years, will Arguably one of the most important features of Twitter is the support for “retweets” or messages re-posted verbatim by a this paper’s findings matter? We argue that the answer is yes: user that were originated by someone else. Despite the fact Twitter is recording human communication that requires rel- that retweets are routinely studied and reported, many impor- atively little effort to produce and consume. This communi- tant questions remain about user motivation for their use and cation is what we want to study. While any particular social their significance. In this paper we answer the question of media platform may cease to exist or lose popularity in the what users indicate when they retweet. We do so in a compre- future, the importance of human interaction through social hensive fashion, by employing a user survey, a study of user media is unlikely to change. Humans are social animals and profiles, and a meta-review of over 100 research publications their desire to communicate with each other and comment from three related major conferences. Our findings indicate on their social environments is one of their universal and that retweeting indicates not only interest in a message, but unique characteristics. We have chosen to study the interac- also trust in the message and the originator, and agreement with the message contents. However, the findings are signif- tion of humans through social media in an abstract way, not icantly weaker for journalists, some of whom beg to differ a way specific to the particular social media platform. We declaring so in their own user profiles. On the other hand, the are simply looking at the behavior as revealed through their inclusion of hashtags strengthens the signal of agreement, es- interactions. Further, its service makes it easy for people to pecially when the hashtags are related to politics. While in say something. The effort in contributing to the general so- the past there have been additional claims in the literature cial dialog is far less than that of writing a comment a blog about possible reasons for retweeting, many of them are not on a web site or a newspaper op-ed, and it has wider im- supported, especially given the technical changes introduced pact than talking person-to-person or via email. In addition, recently by Twitter. the effort to propagate a message sent by someone else is also remarkably small – giving rise to degrading character- 1 Introduction izations of online social participation such as “slactivism” Twitter is a real-time information network that allows its (Gladwell October 4 2010). users to write short messages (“tweets”) up to 140 char- So, why do people retweet? The published literature does acters in length. We chose to focus on Twitter in particu- not give a conclusive answer to this question, though it was lar because, unlike other popular social media platforms, it studied as early as 2010 (Boyd, Golder, and Lotan 2010). has grown into a real-time news source created by everyday Some of the claims made in the past can be characterized users. Twitter is credited for its role in political events such as straightforward self-evident, (e.g. that people retweet to as monitoring elections, aiding the so-called “Arab Spring” broadcast information) and others as outdated (e.g. technical (Bruns, Highfield, and Burgess 2013), and for drawing at- changes in Twitter do not support them anymore, ie. that tention to news stories that were initially largely ignored by people retweet to appropriate information). However there is traditional news media such as the Wendy Davis filibuster1 no agreement in the literature whether retweeting indicates and the Michael Brown shooting in Ferguson, MO. trust, agreement or even endorsement of the originator or the Over the years Twitter has developed its own syntactic message. Moreover, there is no clear understanding how the components. This paper focuses primarily on retweeting: retweeting rates are affected by emotion, political intention, Users retweet (RT) to forward a message from another or propaganda, if they are affected at all. Our paper tries to source to their own followers. answer as conclusively as possible these questions. As a platform, Twitter has several characteristics that The remainder of this extended abstract is organized as make it convenient for research. Yet, it is a valid question follows: In section 2 we present the results of a user sur- Copyright c 2015, Association for the Advancement of Artificial vey that answers the question of what Twitter users think Intelligence (www.aaai.org). All rights reserved. about their practice of retweeting. In subsection 2.2 we study 1Texas filibuster on abortion bill rivets online, by Heather Kelly. an important user subgroup, reporters, that includes mem- CNN.com, June 26, 2013. bers whose retweeting practice appears to differ significantly from that of the general user. We also present an analysis 2.1 Survey Results of user profiles that include a disclaimer about retweeting We launched the study by utilizing our social links and not indicating endorsement. Section 3, truncated in this ex- reached directly audiences, primarily in academic and ethnic tended abstract, presents a meta-review of research papers communities that we had social and professional links (Twit- from three major conferences. Finally, section 4 has our con- ter, Facebook, Linkedin and email). Reflecting on the mode clusions. of launching our survey, the responders’ sample (n=316) was highly educated, with 25.3% possessing a Bachelor’s 2 User Survey degree and an additional 43% a Master’s Degree or higher. Of the responders, thirty-three (11.4%) identified them- In mid-July 2014, we conducted a survey asking Twitter selves as bloggers, journalists, or reporters. users about various aspects of their retweeting behavior. The Our sample was representative of both males (43%) and survey responses indicated that there is general consensus on females (54.4%), with 2.6% choosing not to disclose gen- several important factors that the majority of Twitter users der. In terms of ethnicity, we left it as an open-ended ques- consider when deciding whether or not to retweet a given tion and recorded participants responses as Caucasian/White message. However, we also found that there were also sig- (46%), Asian or Pacific Islander (11%), Black (3.8%), other nificant variations across subcategories of users, including (22%), and non-reporting (17%). differences across the responses from reporters and non- The age demographics of our data is consistent with Pew’s reporters, individuals interested in politics, users of differ- report of Twitter users2 on several respects. Reflecting the ent ages, and users who use Twitter with different levels of similar trend that younger individuals tend to be on social frequency. media platforms more than older ones, including Twitter, We designed a comprehensive twenty-one item question- 38.6% of the participants report being under the age of 24, naire (http://bit.ly/TwitterUsageSurvey) that 25.9% between 25-34, 13.9% between 35-44, 12.3% be- asked participants about their retweeting behavior. Initial tween 45-54, and 9.2% over the age of 54. Additionally, our survey questions inquired about whether the participant had data captured users who use Twitter on average as 42.2% of a Twitter account, and if so, for how long. Other questions participants use Twitter daily, 23.8% use it weekly, and 34% relating to general Twitter usage included how often the par- use it monthly or less. 55.7% have less than one hundred ticipant uses Twitter, how often they tweet, why they use followers while 8% have over one thousand. 40% of partic- Twitter, how many followers they have, and how many ac- ipants provided their Twitter handle. Figure 1 summarizes counts they follow. The survey also asked participants about some of our results about participants primary motivations what factors they find important when deciding whether or for using Twitter and their retweeting behavior. not to follow an account on a scale from 1 (not at all) to 5 (extremely). After answering these questions, we asked participants to indicate how often they retweet, if at all. Only participants who responded that they are familiar with retweeting were led to a page of questions asking them about what factors, both about the message and the account, they consider im- portant when choosing to retweet a post. In terms of the mes- sage, options were whether they find the message interest- ing, emotionally resonant, entertaining, something they en- dorse, something that they agree with, something their fol- lowers might find interesting, something formative or some- thing they find trustworthy. In terms of the account, options were whether they find the account credible, a celebrity, someone they know personally, someone who shares their opinion, someone they support, or someone they trust. Both cases were multiple-choice ending with a write-in (“other”) option. These questions were posed as statements on a likert- scale from 1 (strongly disagree) to 5 (strongly agree). They were also asked about what is more important when they decide to retweet: the message, the account or both. Additionally, participants who had reported retweeting in Figure 1: Summary of the results of our survey why people the past week were asked to recall certain features about use Twitter (top), and how often do they retweet (bottom).
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